摘要
在传播研究中,人们的受众观念经历了多种视野的变迁,受众曾先后被视作靶子、社会类别、消费者、商品及解码者等等。从总体倾向来说,这些视野的变迁体现了从强调受众的被动性到强调受众的主动性、从关注受众的社会因素到关注受众的文化因素的特征。
The history of communication theory and research witnesses changing perspectives on audience: audience as target, social category, consumer, commodity, decoder, etc. These changing perspectives bring about a changing trend of audience research from viewing audience as passive receivers to active consumers ordecoders, and from paying attention to social factors to cultural factors.
出处
《湖南师范大学社会科学学报》
北大核心
2003年第2期65-70,共6页
Journal of Social Science of Hunan Normal University
关键词
受众
视野
消费者
解码
商品
audience
perspective
consumer
decoder
commodity
